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Strategy & Purpose

Strategy and purpose

STRATEGY & PURPOSE

For A Better Tomorrow™: Building a Smokeless World


At BAT, our purpose is to create A Better Tomorrow™ by Building a Smokeless World.

Our vision is for A Smokeless World built on smokeless products where, ultimately, cigarettes have become a thing of the past. A world where smokers have migrated from cigarettes to smokeless alternatives. A world where smokers make a Switch to Better.  

 

A Better Tomorrow

A Better Tomorrow™

Our corporate purpose is to create A Better Tomorrow™ by Building a Smokeless World. The best choice any adult smoker can make will always be to quitting combustible tobacco products completely. For those who would otherwise continue to smoke, we are deploying our multi-category portfolio of smokeless products to actively encourage smokers to Switch to Better.

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Reducing harm

Learn more about how we are using robust science to demonstrate the reduced-risk status of our smokeless products

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World-class science

World-class science

Learn more about how we are using robust science to demonstrate the reduced-risk status of our non-combustible products

         

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A sustainable approach

A sustainable approach

Our sustainability agenda reflects the changing external environment, with sustainability goals and targets that are right for our business and available for all to see

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Our transformation journey

Our transformation journey

Our business is on a transformation journey. We see new opportunities to capture consumer moments and to satisfy changing consumer preferences

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World Vape Day: New scientific study on Vuse underscores contribution vapour products can make towards Tobacco Harm Reduction

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